Channel Planning Strategy & Paid, Earned & Owned Media Tactics

Ensure your team is taking a disciplined approach to evaluating an ever increasing array of marketing channels. This one day workshop allows you to explore the marketing opportunities at the intersections of consumers, media and brands:

Why channel integration is so important – why it is hard to achieve and the risks of ignoring integration
The key theories behind integrated marketing
How consumer behaviour patterns are changing and implications for marketers
The difference between the Marketing Mix and the Integrated Multichannel Marketing Mix
The fundamentals of effective media planning – the language of media planning and buying
Understanding earned, owned and paid for media
Identifying and evaluating tactics: is it on strategy? Will it be effective?
Generating ideas and creativity in channel planning